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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 6

Published on: June 2026

IMPACT OF INFLUENCER CREDIBILITY AND CONTENT QUALITY ON PURCHASE INTENTIONS OF GENERATION Z CONSUMERS: A STUDY IN COIMBATORE DISTRICT

SUJITH S

Dr. A. PRASATHKUMAR

Sakthi Institute of Information and Management Studies, Pollachi
DOI:https://doi.org/10.55041/ijcope.v2i6.004

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study examines the impact of influencer credibility and content quality on the purchase intentions of Generation Z consumers in Coimbatore District. Using a descriptive and analytical research design, primary data were collected from 400 respondents through a structured questionnaire. Statistical tools including Percentage Analysis, t-test, and One-Way ANOVA were employed. Findings reveal that Instagram and YouTube are the most preferred platforms, and that influencer credibility and content quality significantly influence purchase intentions. The study concludes that authentic influencer communication and high-quality digital content are vital in shaping Generation Z consumer behaviour.

Keywords: Influencer Marketing, Influencer Credibility, Content Quality, Purchase Intention, Generation Z, Social Media, SDG 8, SDG 9, SDG 12.

How to Cite this Paper

S, S. (2026). Impact of Influencer Credibility and Content Quality on Purchase Intentions of Generation Z Consumers: A Study in Coimbatore District. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(6). https://doi.org/10.55041/ijcope.v2i6.004

S, SUJITH. "Impact of Influencer Credibility and Content Quality on Purchase Intentions of Generation Z Consumers: A Study in Coimbatore District." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 6, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i6.004.

S, SUJITH. "Impact of Influencer Credibility and Content Quality on Purchase Intentions of Generation Z Consumers: A Study in Coimbatore District." International Journal of Creative and Open Research in Engineering and Management 02, no. 6 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i6.004.

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  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Jun 02 2026
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This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. You are free to share and adapt this work for non-commercial purposes with proper attribution.

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